257 pages 8.5" x 11"Softcover Book and CD-ROMISBN-13: 978-1-55570-473-5
Year Published: 2004
Library marketing has forged into new territory as commercial marketing and public relations methods have reached the nonprofit and educational sectors. New technologies offer multiple new avenues for promoting library products and services. In Part I of this guide, Walters, author of the classic Marketing: A How-To-Do-It Manual for Librarians, provides step-by-step guidance for each and every phase of a comprehensive marketing program: determining the mission, conducting a SWOT analysis, doing market research, holding focus groups, planning campaigns, developing strategic marketing plans, and evaluating marketing efforts. Part II explores new techniques librarians can use including relationship marketing, marketing using listservs and Web sites, developing and using a wide variety of contact databases, and building relationships with stakeholders and donors. Clearly detailed with loads of helpful tips, this manual also covers demographic studies, outreach programs, Internet advertising, niche marketing, branding, effective competition strategy, and more. Along the way, real success stories from all types and sizes of libraries highlight proven secrets and approaches for marketing campaigns. The how-to guidance, success stories, and an accompanying CD-ROM with all the forms and other tools included in the book makes this a complete marketing action plan for libraries.Reviews

"Excellent marketing tool for public librarians ... this book contains so much information that it will appeal to both the experienced and novice in marketing management for libraries."

--Public Libraries

"Ideas on putting together a communications plan, creating clear signage and print products, effectively using a library's website, and communication during a crisis will be helpful for all types of libraries and positions ... Comprehensive."

--Booklist

About the Author

Suzanne Walters was the director of marketing and development for the Denver Public
Library, director of marketing for the Regional Transportation District of Denver, developed
nationwide programs of aluminum recycling for Adolph Coors Golden Recycling Corporation,
and was a statewide coordinator of volunteers and events for the PBS station KRMA.
Currently, she is the president of Walters & Associates Consultants and conducts marketing
workshops and seminars for libraries both nationally and internationally. She serves on the
graduate faculty of Regis University, facilitating courses in social marketing.